Engaging users in the sharing economy: Individual and collective psychological ownership as antecedents to actor engagement

Jonathan J. Baker*, Treasa Kearney, Guarangi Laud, Maria Holmlund

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Purpose
This conceptual study explicates the dynamic, interlinked relationship between two of the most popular theories in marketing today: psychological ownership (PO) and engagement. The study is set in the sharing economy (SE), where platform business success depends on high levels of engagement by users, both individuals and collectives. The study argues individual PO (iPO) acts as the antecedent to engagement within a dyad of brand and user, and collective PO (cPO) as the antecedent to collective engagement by communities of users.
Design/methodology/approach
This conceptual study synthesizes PO theory and engagement theory to produce a PO–engagement framework. The authors adopt a dual-level perspective encompassing individual- and group-level phenomena in the SE and employ examples from practice to illustrate their arguments.
Findings
PO acts as the antecedent to the positively valenced disposition and engagement activities of actors in the SE. iPO manifests as engagement within a dyad of brand and user. Outcomes include brand love and contributions to brand reputation and service offerings. Collective PO manifests as engagement within a community or collective. Outcomes include community-oriented peer-to-peer (P2P) sharing for the benefit of others.
Originality/value
This study offers a dynamic framework of PO and engagement in the SE, the PO–engagement framework. The authors contribute to PO and engagement literature studies in marketing by illustrating how a platform user's attachment to targets in the SE motivates emergence of PO, and how different types of engagement manifest from different types of PO.
Original languageEnglish
Peer-reviewed scientific journalJournal of Service Management
Volume32
Issue number4
Pages (from-to)483-506
Number of pages24
ISSN1757-5818
DOIs
Publication statusPublished - 10.05.2021
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • sharing economy
  • individual psychological ownership
  • collective psychological ownership
  • customer engagement
  • actor engagement
  • collective engagement
  • platform success
  • antecendents to engagement

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management

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